Every prospect we encounter has a unique set of wants and needs. However, there are some wants that are universal. And these generic desires are just as important to satisfy as a prospect’s unique wants. Here are six things you can count on every prospect wanting.

1. InformationIn order to make a good decision, prospects need information. Not everyone needs the same amount, though. Some don’t need very much, while others demand everything you know and then some. And you need to adjust accordingly. If you give too much information to someone who doesn’t want it, they’ll tune out. On the other hand, if you don’t provide sufficient information to the person who craves it, they won’t trust you.

2. GuidanceProspects want advice. And not just about what to buy, but how to use it, take care of it and get the most out of it. They may also want advice about issues only peripheral to your product or service: strategy, timing, design and other subjects. They more good counsel you can provide, the more of an expert they see you as.

3. To be listened toWhile prospects want advice, they want advice that’s specific to them. And they can’t get that from a salesperson who doesn’t listen to them. (A problem which occurs all too frequently.) Before you go spouting information and advice, you need to thoroughly understand a prospect’s needs, goals, challenges, fears, priorities, values and more.

4. An advocateBuying can be daunting. Especially if:
• the purchase is big or particularly important;
• the process is long and complex;
• it’s a prospect’s first time; or
• they’ve had a bad previous experience.

That’s why buyers want an advocate to help them. And if something goes wrong, who’s on the prospect’s side? Buyers want to be cared about, both before and after the sale.

5. RespectRegardless of a person’s age, sex, race, religion, sexual orientation, budget or values, they are entitled to respect. And if a prospect doesn’t get it, they’ll buy from someone else. For eight specific elements you need to show respect for, check out Sales Advice from Aretha Franklin.

6. AppreciationNobody likes feeling taken for granted. Customers want to know they’re truly appreciated. It makes them feel important and valued. And a perfunctory “thank you” delivered with all the sincerity of an automaton doesn’t cut it. So what could you do to better communicate your appreciation to your buyers? How could you show them how much you value them?

Whatever you sell, whoever you sell to, every one of your prospects wants these six items. Are you delivering them?